Photos by James CarboneThe Grand Parade, part of the 74th Annual Nisei Week Festival to promote Japanese and Japanese-American heritage, was held in L.A.’s Little Tokyo on Sunday, Aug. 10, 2014.

LOS ANGELES >> As the community’s representative at the annual Nisei Week Grand Parade, it was dream come true for Pasadena City Councilman Gene Masuda.

“I used to come here as a kid,” Masuda said of Nisei week, which for many like him is the most important Japanese cultural event of the year locally.

Since 1934, Nisei Week has been an integral part of the culture in Little Tokyo, Los Angeles’ Japanese district, where the community celebrates and promotes Japanese-American culture and local businesses. “Throughout the week, there’s a lot more people around,” Popkiller employee Gian Norte said. Popkiller is one of Little Tokyo’s most popular fashion boutiques.

According to Norte, the local restaurants hold “Nisei Week Specials” and other incentives for potential patrons. More specials mean more business for boutiques like Popkiller, she said.

Veterans from World War II, Korea and Vietnam, are recognized, generallly with thunderous applause, according to Nisei Week Spokesperson Diane Tanaka Suzuki.

Also popular for parade-goers are the Akita dogs, courtesy of Akitainu Hozonkai Los Angeles Branch.

“It’s always a crowd-pleaser, especially with the kids,” Steven Takamatsu said. “It’s something they can touch, as opposed to just look at.”

For some people, this parade is more than just a business opportunity. “Okaeri” is an upcoming gathering of LGBTQ members of the Japanese-American community, as well as allies and other members of the community. Okaeri will take place at the Japanese American National Museum (JANM) this November 15th.

Activist riKu Matsuda believes that events like Nisei Week are integral to creating a more open, yet still uniquely Japanese culture.

“We can become a more loving and accepting community.” Matsuda said.

“The Japanese zeitgeist is in vogue,” Attendee Cynthia Fisher said. Fisher and her friend Bradford Plows have been attending the Grand Parade for nearly 10 years. Plows especially credited films such as Godzilla and movies by acclaimed director Miyazaki as raising consciousness about Japanese culture.

However, both Fisher and Plows agreed that Nisei Week would benefit from greater advertising, something that Nisei Week’s staff agreed with.

“We need to always think about what we can add to the festival that will keep people coming out,” Said Nisei Week Spokesperson Diane Tanaka Suzuki said. According to Suzuki, Nisei Week now depends on the younger generation to take the tradition into the future.